For more than a century, Milwaukee-based Harley-Davidson, the iconic motorcycle brand, has embodied everything American. In its heyday, Harley-Davidson had such a following that consumers would wait patiently for 18 months to get their hands on a new bike. Harley-Davidson motorcycles are often times associated with Baby Boomer men, many of whom can afford to purchase the shiny chrome bike with a price tag of $38,000 and higher. Ownership comes with an elite membership and title of H.O.G, which stands for Harley Owners Groupwith chapters worldwide.

1. Without alienating its traditional base of aging Baby Boomer men, how might Harley-Davidson continue to market its bikes to a younger segment of the market (say Generation Z)? With a psychographic segmentation of renegade or outsider, how might the company also apply this? (10 points).
2. With its goal of 2.5 million riders in the next decade, Harley is also focused on understanding consumer life stages, cultural shifts and where people are in their riding journey, despite age or gender. How might understanding these elements help Harley-Davidson? (10 points points)